Colgan Proofs/Squares

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Posted By: John Remington

Daubert (see above) was with Memphis of the Southern Association in 1909.

RobertS' observation (see Test Issue below) addresses the small market angle. Major league players with national notoriety and big names from small markets like Memphis, Rochester, Milwaukee, etc.

John Colgan started making chewing gum in Louisville in 1879, selling his drug store and devoting all his energy to building the brand - an American success story. But what does any savvy business owner do when market growth opens opportunties, or when competition (like marketing master Wrigley) starts eroding market share, or a raw material shortage looms, or economic pressures require retooling current capabilities rather than risky new investments.

Diversify.

But how can Colgan's enter the caramel market and compete against the brands that have been issuing cards on their candy boxes for a decade or more?

Might Colgan's position itself by being the sole provider of local stars in the small markets? Might they promise a kid from Memphis not only the chance to obtain an Eddie Collins or a Johnny Evers, but also a Jake Daubert, who might be seen in person, at the ballpark, or even walking down the street?